innovative advertising · ads tested • +200 brands • +50 categories • stimuli: package,...
TRANSCRIPT
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18 April 2018
Innovative neuroinsights for advertising
Aleksandar SimicBusiness Development
EyeSee 1
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18 April 2018 EyeSee 2
Table of content
1. Why neuroinsights research?
2. Examples
3. Capabilities
4. TVC testing
5. Online video ads
6. Social media advertising
7. Mobile ad testing
8. Predicting power of neuroinsights
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The synergy between technology and market research:EyeSee combines both predictive power and fast/cost effective
18 April 2018 EyeSee 3
Co
st &
Tim
e p
rofi
tab
le
High predictive power
Co
st &
Tim
e ef
fect
ive
Low predictive power
Conventional neuro/behavioral methods:• Eye tracking• MRI, EEG,….• In-store• …
Online neuro/behavioral methods:• Online eye tracking• Facial coding• Virtual shopping• …
Conventional methods:
• Online surveys• Focus groups• In-depth interviews• ….
EyeSee’s unique position
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Predictive power of neuromarketing
18 April 2018 EyeSee 4
Eye tracking: 10% increase in product visibility results in 2% increase in sales.
Facial coding:FC predicts viral potential of online videos 2 times better than surveys.
Virtual shopping:Virtual shopping has a correlation of 0.8-0.95 with real purchase behavior.
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Which ad would you publish?
18 April 2018 EyeSee 5
Advert A Advert B
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26% more respondents look at the main message and 200% more at brand & product in Ad A
18 April 2018 EyeSee 6
Less attention More attention
% Seen Ad A Ad B Ad A/B
1. Main Message 78% 62% +26%
2. Brand & Product 36% 12% +200%
1
22
1
Advert A Advert B
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Measure efficiency:28% more respondents look at the left ad!
18 April 2018 EyeSee 7
56%of the readers looked at the ad
44%of the readers looked at the ad
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Test and improve
18 April 2018 EyeSee 8
57%of the readers looked at the ad
86%of the readers lookedat the ad
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Test and improve:70% do not see the main area in the advert!
18 April 2018 EyeSee 9
57%of the readers looked at the ad
86%of the readers lookedat the ad
30%
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EyeSee’s eye tracking and facial coding platform
18 April 2018 EyeSee 10
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EyeSee’s virtual shopping
18 April 2018 EyeSee 11
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Eye tracking to understand visibility and attention
18 April 2018 EyeSee 12
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Example virtual shopping:Select product(s) to put in basket
18 April 2018 EyeSee 13
Next shelf
In basket: 0 (Max.20)
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Example virtual shopping: High resolution product pops up, select #, add to cart
18 April 2018 EyeSee 14
Pedigree Markies
Quantity: 1< In cart Cancel
In basket: 0 (Max.20)
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The vision: integrate accessible behavioral insights
18 April 2018 EyeSee 15
future
Retail analytics
3/2016
Virtual shop platform +Response time measurement
3/2014
Online Facial coding
⁰2013
Online eye tracking+ Survey
6/2015
Interactive shelf platform
Remote UX platform
12/2014
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Time & cost intense
18 April 2018 EyeSee 16
Hardware + software
> 25K
Organize focus groups
Plan and call Transport to facility Reward
Special glasses or camera Software
Instruct and follow Test and analyze
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18 April 2018 EyeSee 17
But what if…
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You could upload stimuli on a platform…
18 April 2018 EyeSee 18
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send the stimuli to respondents (at home)…
18 April 2018 EyeSee 19
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track their eyes with their webcam…
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…and receive the results within a few days
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Fast, cost effective and end2end solution
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The eye tracking survey is launched within a day. Next respondents are recruited online – via global panel suppliers – and their eyes are tracked with their PC and webcam. Insights are delivered within a few days.
Quick turnaround of (global) studies
Cost effective
Our recruitment costs are a factor 2 lower and our operational processes are more efficient than conventional eye tracking. Our price is typically 2 times lower than conventional studies.
Focus on behavior,↑ predictive power
Most decisions are made subconsciously. While most researchers use conscious measurements only, combining them with implicit methods provides much more reliable insights.
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EyeSee’s benchmarking across industries
18 April 2018 EyeSee 23
+400 designs tested
+100websites tested
+400 ads tested
• +200 brands• +50 categories• Stimuli: package, planogram,
point of sale (POS)
• +50 brands• +15 industries• Stimuli: TVC, print + OOH,
online ads
• +30 brands• +25 categories • Stimuli: websites
EyeSee’s database (past 3 years)
MarComms insights Digital insights Shopper insights
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EyeSee’s 5 year track record
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1/2 400k 2nd90%
Of top 30 FMCG is working with EyeSee
Of our clients are recurring
Biggest behavioral insights team worldwide
Some of our awards
“20 Most Promising CPG Tech Solution Providers 2017”
Flanders’ future tech top 10
One of the most innovative companies in EU
5th Best Belgian Technology Company
Eye tracked people in last 2 years
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18 April 2018 EyeSee 25
EyeSee in the advertising world
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Why eye tracking in ad testing?
18 April 2018 EyeSee 26
Source: Decoded: The Science Behind Why We Buy, Phil Barden
• Ad in popular magazines:• Ad in trade journals:• Poster:• Mailing: • Banner ad:
… however, it varies based on the creative
Average time looking at advertisements
1.7s3.2s1.5s2s1s
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Effective advertising framework = Attention + Emotion + Inspiration
18 April 2018 EyeSee 27
Will people SEE the advertisement?
Will the ad evoke EMOTIONS?
Will people be INSPIRED by (and recall) the ad?
Will it increase SALES?
QuestionnaireEye tracking Facial coding
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Prediction of advertisement’s success
18 April 2018 EyeSee 28
65%correct
That is only 15% better than flipping a coin
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EyeSee combines implicit methods with traditional research
18 April 2018 EyeSee 29
IMPLICITtesting subconscious behavior
EXPLICITtesting conscious behavior +
Conventional surveys Behavioral methods
85%correct
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18 April 2018 EyeSee 30
On marketing budget of $300Mn, that’s $60Mn better
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EyeSee in the advertising world
18 April 2018 EyeSee 31
Social media advertising
Mobile based ad testing
Online video ads
TVCtesting
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Some things have changed since ‘60-’70s…
18 April 2018 EyeSee 32
Living room in 60s-70s Today….
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Other things have not been changed….
18 April 2018 EyeSee 33
People can’t articulate their feelings well
Other biases: social confirmation, bias blind spot…
But the importance of the errors has….
People don’t always tell the truth
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Combination of attention with emotional reaction
18 April 2018 EyeSee 34
Eye Tracking Survey moduleFacial coding
When the consumer sees brand, logo or product within an ad?
What is viewer’s emotional reaction to that content?
How do consumers evaluate your advertisement?
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Turkish Airlines ads – Kobe and Messi
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Legends on Board Selfie Shootout
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Combination attention + emotion = unique
18 April 2018 EyeSee 36
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Combination attention + emotion = unique
18 April 2018 EyeSee 37
The Legends on Board ad is performing better than the Selfie Shootout ad
40
45
50
55
60
65
70
1 6 11 16 21 26 31 36 41 46 51 56 61
Legends on Board2
Selfie Shootout
Positive emotion
Neutral (50)
Negative emotion
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Emotion-triggers scenes
18 April 2018
Legends on Board
Winning- scene! This intimate moment between the big cat and the famous NBA player brought very positive engagement of our respondents.
Selfie Shootout
7.sec 10.sec 17.sec 23.sec 28.sec
52.2 52.1 52.6 58.3 58.4Mood Time
3.sec 10.Sec 16.sec 19.sec 24.sec50.6 48.6 52.1 52.6 61.3
38
Mood Time
EyeSee Facial Coding Example Report by EyeSee, March 2014
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Emotion-triggers scenes
18 April 2018
Kobe`s big smile brings skyrocketing value of happiness to viewers
Kobe strikes again! This funny scene definitely puts a smile on our respondents faces.
34.sec 37.Sec 40.Sec 50.sec 59.sec
57.4 62.3 60.3 64.5 60.6
26.sec 31.Sec 36.sec 46.sec 53.sec60.7 58.2 55.2 60.1 56.4
39
Legends on Board
Mood Time
Mood Time
Selfie Shootout
EyeSee Facial Coding Example Report by EyeSee, March 2014
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Is your brand noticed in highly engaging scenes or not?
18 April 2018 EyeSee 40
High brand visibility, low engagement Low brand visibility,
High engagement
Low brand visibility, Low engagement
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EyeSee in the advertising world
18 April 2018 EyeSee 41
Social media advertising
Mobile based ad testing
Online video ads
TVCtesting
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18 April 2018 EyeSee 42
Can subconscious measurements predict better viral activities than conscious measurements?
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So we tested…
18 April 2018 EyeSee 43
+50Online videos
+1.5kRespondents
Facial coding & survey
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Facial coding predicts online behavior better than traditional survey
18 April 2018 EyeSee 44
23%
45%
Survey Facial coding
Source: IWT grant study EyeSee 2016
Explains viral activities(number of shares, likes and comments on social networks)
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18 April 2018 EyeSee 45
EyeSee case study
http://eyesee-research.com/blog/want-go-viral-use-facial-coding/1500 respondents50 online commercials of the biggest brands
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EyeSee in the advertising world
18 April 2018 EyeSee 46
Social media advertising
Mobile based ad testing
Online video ads
TVCtesting
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Case study 1: Adding logo to the ad increases purchase intent
18 April 2018 EyeSee 47
40%34%
29%23%
14% 14%
Prompted Recall Spontaneous Recall
Logo in the upper left corner
Logo in the upper right corner
Logo in the lower right corner
• Ad which has a combination of brand name and logo embedded has somewhat better sales scores than other ad variations.
• Based on the cereals category.
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Case study 2:Ads emphasizing Giving perform better than Family group
18 April 2018 EyeSee 48
Source: Twitter / EyeSee Internal Study, 2017
Humans No humans
Free shipping Non Free Shipping
Product focus No product focus
Family Giving
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Case study 3: Ads in relevant context boost ad impact
18 April 2018 EyeSee 49
+24%
Emotional connection
% of people with facial expressions
+42%
Stopping power
Time spentlooking at the ad
+7%
Visibility of ad
Percentage of usersthat saw the ad
+26%
Call for action
% of people who plan to take action
Source: Twitter / EyeSee Internal Study, 2016
Ad in contextAd in different
context
7.2s
5.6s
6.2s
2.9s
Example of eye tracking heat maps,average time spent looking at the ad
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Case study 4: Clear branding & subtitles lead to higher ad recall
18 April 2018 EyeSee 50
Clear branding Unclear branding Unclear branding with subtitle
40%
31% 31%
0%
10%
20%
30%
40%
50%
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Case study 5: 4-second videos have the highest unaided ad recall (42%) but 3 seconds is what counts
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42%
55% 55%
60%
72%
Unaided Ad Recall (Δ)
3 sec 6 sec 15+ sec1 sec 4 sec
Recall Metrics by Time Exposed on Twitter (at 100% in View)
Source — IPG Media Lab, research partnership with IPG, Comparative Video Analysis, 2016, US. Control n=400, 1 sec n=241, 3 sec n=212, 4 sec n=175, 6 sec = 138, 15+ sec n=49. All Unaided and Aided test-control deltas are significant at 3 seconds
Meaningful
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Learnings:Branded emojis HYPERCHARGE ads’ performance
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Source: https://marketing.twitter.com/na/en/insights/best-practices-for-supercharging-campaigns-with-branded-emojis.html
Emotionalconnectionvideo ads1
6xincrease
Median amount generated byearned media
+5.3Mearned media impressions
Compared to the earned media
baseline
420%increase
Discoveringand using
new emojis
80%enjoy
Amount ofattention
ads receive
10%increase
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EyeSee in the advertising world
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Social media advertising
Mobile-based ad testing
Online video ads
TVCtesting
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Platform for tailor-made social media timelines
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• New mobile solution for creating and testing tailor-made Twitter and Facebook timelines.
• The main goal of CMS is to provide insights on post/ad performance in different online environments.
What it is
About tailor-made timelines
• Timelines are developed in order to have the “same look and feel” as real social media environments.
• Timelines are interactive, mobile friendly, based on real timelines and easy to use.
• Timelines can include unlimited number of tweets/Facebook posts.
• Client partners with EyeSee in creating the testing environment –timelines.
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EyeSee offers you a user-friendly, mobile based solution
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No app installation
No log in details
Browser based
1. Receives a link
2. Exposure to timelines
3. Survey module.
Mobile/tablet based testing compatible with Android, iOS and Windows OS
1 2 3
How it works?
Distinguished features
4
Easy to use
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EyeSee in the advertising world
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Social media advertising
Mobile based ad testing
Online video ads
TVCtesting
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To sum up: The impact of each method
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Method How it’s analyzed Impact
SurveyCan the ad stand out from clutter:
Percentage of people that saw the adPrediction power
65%1
AttentionIs the ad relevant for the audience:
Number of seconds users look at adPrediction power
66%2
Emotional reaction Emotions are linked with behavioral change:
Percentage of people expressing an emotionPrediction power
66%3
Virtual shopping*Will the ad drive performance on shelf:
increase in % of shoppers and market share80% correlation with
market share4
Evaluation of ad’s individual performance from exposure to behavioral impact. The results should be regarded in the context of a campaign(s) and competition activity. 85%
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Main KPIs measured by EyeSee
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Virtual shopping
✓ Total sales✓ Volume bought✓ Virtual market share✓ Category growth ✓ Consideration:
number of respondents considering “X”
Click tracking
✓ Click maps
✓ Average number of
clicks to the area
✓ Average number of
clicks per person
✓ Average number of
people that skip the
content
Web navigation
✓ Navigation paths
✓ Success rate of
completing the task
✓ Time to find “X”
✓ Number of pages to
complete the task
✓ Drop out rate
Facial coding
✓ Emotional engagement:
% of people that
reacted /second
✓ Split/emotions: 6 basic
emotions
✓ Positive reach: % with
positive reaction
✓ Negative reach: % with
negative reaction
Eye tracking
✓ Visibility: % seen✓ Attention: seconds
spent looking at✓ Attraction: time to see✓ General gaze pattern✓ First seen element
Partnership with one of the largest panels in the world (GMI Lightspeed) enables us to incorporate external
pixel tracking information in the panel base and recruit qualified audience for a specific purpose (US).
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EyeSee’s scope
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✓Online (video) ads
✓Outdoor Ads
✓Print Ads
✓TV commercial
✓Direct Marketing
✓Event marketing
✓Circulars
MarCommsInsights
✓Ecommerce
✓Web Pages
✓Social Media
✓Newsletter
✓E-mails
DigitalInsights
✓Packaging Studies
✓Shelf Studies
✓Planogram
✓Display/SRP
✓POS Material
✓Virtual Reality
✓Decision trees
ShopperInsights
✓Opportunities
✓New product introduction
✓Market expansion
✓Touch-point
✓Brand health
Innovation & Strategy
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What our clients have to say about us
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“Exceeded expectations in terms of insight. We were careful in the beginning as you were new, but WOW”. -GSK
“EyeSee confirmed our intuition, this collaboration was a great learning experience”. -Gucci
“Very happy about tech setup, quality of the virtual shopping, insights are very clear, recommendations impeccable”.-Nestle
“5 star delivery! Very professional and helpful. Normally I always have complaints but you guys rock”! -UEFA
“We look forward to collaborate further with you and will share the deck internally with our teams”. -Twitter
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18 April 2018 61EyeSee
Maximize marketing impact with EyeSeeinnovative neuro-insight agency
Aleksandar SimicBusiness Development
[email protected] https://www.linkedin.com/in/aleksandarsashasimic